Under Armour, Inc. is an American sportswear company that manufactures footwear and apparel headquartered in Baltimore, Maryland, United States.

Plank initially began the business from his grandmother's basement in Washington, D.C.[4] He spent his time traveling along the East Coast with nothing but apparel in the trunk of his car.

[6] Plank opted to use the British spelling "armour" in the company name because the toll-free vanity number was still available for that version.

[7] People began to take notice of the brand when a front-page photo of USA Today featured Oakland Raiders quarterback Jeff George wearing an Under Armour mock turtleneck.

That year, Under Armour launched several new apparel lines including ColdGear, TurfGear, AllseasonGear, and StreetGear.

[22] On December 5, 2016, Under Armour reached a 10-year agreement with Major League Baseball (MLB) to become its official on-field uniform provider beginning in 2020.

[26][27] In July 2020, the company received Wells Notices from the U.S. Securities and Exchange Commission, Mr. Plank the Under Armour's CEO, David Bergman.

[45] Under Armour developed a new type of shirt called "Coldblack", which is designed to reflect heat and keep athletes cool in the sun.

[51] On April 29, 2009, the United States Consumer Products Safety Commission (CPSC) announced a voluntary recall of all Under Armour brand athletic cups.

[54][55] One of its most fiscally beneficial marketing strategies has been its collaboration with actor Dwayne Johnson, who has endorsed the company since January 2016.

Its product placement dates to the 1999 sports drama Any Given Sunday, and has since included Friday Night Lights (2004), The Blind Side (2009), The Dark Knight Rises (2012), Lone Survivor (2013), The Martian (2015), and television series The Wire and House of Cards.

[8][59][60] Under Armour worked with costume designer Alexandra Byrne to create base-layer garments for characters in several films in the Marvel Cinematic Universe.

[64][65] On March 3, 2016, the company became the Official Match Ball Partner of the North American Soccer League, starting with their 2016 season.

[66][67] In May, Under Armour and UCLA announced plans for a 15-year, $280 million contract, making this the largest shoe and apparel sponsorship in NCAA history.

The Fitness Performance Center is planned to take place in the building's lobby, covering historic murals of Baltimore's history by art deco artist Hildreth Meiere with artificial turf flooring.

In January 2016 Under Armour initiated a marketing campaign featuring women hunters including an American woman named Sarah Bowmar.

[72][73] In August 2016 a video filmed by Bowmar, showing her husband spearing a bear and then rejoicing that he had hit it, went viral.

[72][74] Under Armour was heavily criticized worldwide and as result, the company ended its contract with Bowmar a few days after the video became known.

[72] On February 7, 2017, two weeks into the presidency of Donald Trump, CEO Kevin Plank expressed his support for the administration and its friendliness to corporations.

The letter acknowledged that he had used "a choice of words that did not accurately reflect my intent" and described how his company valued diversity, entrepreneurship and job creation.

He condemned the administration's ban on travel to and from seven primarily Muslim nations, adding "we will join a coalition of companies in opposition to any new actions that negatively impact our team, their families or our community.

"[78] In a statement issued to reporters on June 2, Plank deplored the Trump Administration's decision to withdraw the United States from the Paris agreement: We at Under Armour are disappointed by the Administration's decision to withdraw from the Paris Climate Agreement as climate change continues to threaten our planet, our cities and our economies.

In June 2018 a Facebook post emerged stating that Under Armour clothing was flammable and resulted in severe burn injuries to a child.

[82] In November 2019, the U.S. Securities and Exchange Commission made public that Under Armour's accounting policies had been under scrutiny for more than two years.

[83] In July 2020, the company confirmed that the U.S. Securities and Exchange Commission had sent Wells Notices relating to Under Armour's accounting in 2015 and 2016.

[85] UA Power in Pink is an Under Armour program that promotes women using exercise and fitness to fight breast cancer.

[88] As of 2012, Under Armour was the sponsor of the Baseball Factory's "Premium Video Program", which holds more than 100 events for youth athletes across the United States annually.